Mike Gastinhttps://www.mikegastin.com
Business That MattersThu, 21 Feb 2019 18:59:41 +0000en-UShourly1https://wordpress.org/?v=5.0.3https://www.mikegastin.com/wp-content/uploads/2018/03/cropped-MG-logo-32x32.pngMike Gastinhttps://www.mikegastin.com
3232How to Create an Insurmountable Gulf Between You and Your Competitionhttps://www.mikegastin.com/how-to-create-an-insurmountable-gulf-between-you-and-your-competition/
Mon, 11 Feb 2019 00:44:52 +0000https://www.mikegastin.com/?p=1451You can create an insurmountable gulf between you and your competition. It all starts with applying a unique lens to your product—one that hardly anyone uses. Monocles, Lorgnettes, and Spectacles I love a good lens. Not the kind we put on our faces, although a stylish pair of glasses can do wonders, but rather theContinue reading →

]]>You can create an insurmountable gulf between you and your competition. It all starts with applying a unique lens to your product—one that hardly anyone uses.

Monocles, Lorgnettes, and Spectacles

I love a good lens. Not the kind we put on our faces, although a stylish pair of glasses can do wonders, but rather the metaphorical kind.

Like a carpenter with his favorite hammer, I’m quick to reach for a lens whenever I set about solving a client problem. The beauty of a good lens is it brings into focus obscured and hidden details. In fact, I’ve found the right lens is transformational, recontextualizing a problem in such a way as to make the solution obvious. Lenses are the business thinker’s friend and when used intelligently, they never disappoint.

In this piece, I’m going to share a lens with you that will reveal the pathway to creating an insurmountable gulf between you and your competitors.

A Question

What do you sell?

What is your company’s offering—a widget, software, a service, consumer goods? Take a moment and answer. Got it in mind? Good—now please hold that thought because we’re going to come back to it in a moment.

Of Cornucopias and Firehoses

There are about 30 million businesses in the US—a true multitude. Of course, this can only result in an overflow of offerings. As consumers we can all agree, it’s a beautiful thing. As business owners, it’s a different story.

Our market is so thick with entrepreneurial endeavors that we find ourselves surrounded by competition. It’s the rare business that enjoys the fabled Blue Ocean. (I’ve never encountered one, have you?) For this reason, we are driven to create competitive advantages, to be somehow different, better, more desirable.

Commonalities and Opportunities

Even with all our differences, most every business shares two things in common: products and customers. (I’m using the term “products” to encompass all offerings.) You could say that products and customers constitute the simplest of business models.

To show you how you can create that insurmountable gulf, we need to focus on the product-customer model.

Without Further Ado

Let’s get back to your answer to my earlier question. Let’s talk about your product.

There are so many ways to look at your product. You can view it through its features or view it through its pricing. You can view it through its manufacturing or through its constituent parts. The list goes on.

Each of these views (or lenses) help us understand our product in a unique way. For instance, when we think about it in terms of its sales, we’re assessing it through the lens of revenue generation. We’re not necessarily thinking about it in terms of the cost to make the product, or in terms of its efficacy, or about its brand. When we think in terms of sales we’re locked into answering revenue-related questions surrounding that product and nothing else.

The trick to creating the insurmountable gulf is all in using the right lens—in seeing your product in a unique way.

Now, a lot of people will tell you that using your customer as the lens is the way to go. Customers are certainly a critical piece of any product puzzle. But, I do not agree with this advice.

This way of thinking—that the customer is the one lens to rule them all—consigns us to endless focus groups, voice of the customer programs, and a myriad of dubious online customer surveys. We get stuck focused on use cases, features, and benefits—fine things in their own right, but not enough to really change the game.

To see the full picture we have to use the lens of your customer’s journey. This is the lens that doesn’t just look at your product, but rather contextualizes your product within your customer’s full experience. It may not seem like it right now, but this way of looking at your product can generate significant innovation; insurmountable-gulf-level innovation.

What Do You See?

Looking at our product through the customer’s journey reveals one very important insight, the key really: the entire experience is the product. This is the truth that if we choose to act on it will create the insurmountable gulf.

Your customer has a journey that starts with a felt need, consummates in acquiring your product, and continues as they use it, maintain it, and eventually replace it. There are tens, if not hundreds, of points along that journey where your customer is interacting with your company and experiencing your product.

What are all these interactions and experiences like? What is it like to experience your marketing? What about your sales process? What is it like to buy your product or take delivery? What is it like to use your product? To contact customer support? To replace your product when it’s used up or worn out?

We easily get focused on the features and benefits of our product, and we should. But, in doing so, we lose track of the fact that our customers form their opinion of our product based on the whole experience. Whether they know it or not, to our customers, the whole experience is the product.

If your widget works great but your sales team is cranky and your after-sale support is nonexistent, then really your product is subpar. The fact is, our customers are not just buying our products, they are buying the whole experience. If the experience is lackluster then the odds are they won’t come back, even if the product is decent.

They’re Just Shoes

Let me give you an example. Have you ever bought a pair of shoes from Zappos? It’s crazy. They’re just shoes. In fact, Zappos is just a retailer. They don’t make their own shoes or sell a private label version. They just retail a huge collection of name brand shoes on line. Simple. But people love Zappos, like really love them.

From a start up in 1999 to a multi-billion dollar business today, Zappos enjoys the insurmountable gulf when it comes to retail shoes. It was so successful that it was acquired in 2009 by Amazon for $1.2 billion. The reason? Well, it’s the experience. They bend over backwards to make your experience amazing. You can even call their customer service department and ask for a list of pizza delivery companies in your neighborhood and they’ll come through.

Zappos gets it. They know that the entire experience is the product and they’ve crafted, scripted, and innovated every moment of their customer’s interactions and experiences. All of this is done specifically to create an experience so unique that no one can hold a candle to them.

The Gate is Open, Drive Through

What does this mean for us? It means we have an opportunity. Most companies do not think this way. They don’t consider all aspects of their customer-facing operations as part of the product. Sure, we all want to have great customer service and quick delivery times. But, I can tell you with confidence, it is the rare company that purposefully crafts the entire customer experience from pre- to post-sale to product lifecycle to repeat purchase with the understanding that the experience is the product.

This means that companies who understand this insight have an opportunity to create real advantage. What if you mapped out your customer’s service journey and you began to look for ways to improve just one aspect of that experience? What if you were able to innovate that one aspect and you developed a unique and better way to engage your customers? What if you only did that this year? How would that impact your customer relationships? How would that help your sales team? How would that effect your revenues and margins? What if you did that every year, just focused on one aspect of your customer’s journey, and innovated, improved, and transformed it?

Do you think you’d pull out ahead of the pack? Do you think you’d transform your brand? Do you think the market would view your offering as head and shoulders above the competition? Could you create an insurmountable gulf?

]]>Episode 033: The Plight of the Virtuous Multi-Billion Dollar Global Disposable Razor Brandhttps://www.mikegastin.com/episode-033-plight-virtuous-multi-billion-dollar-global-disposable-razor-brand/
Wed, 23 Jan 2019 22:58:30 +0000https://www.mikegastin.com/?p=1292Everyone’s talking about the recent Gillette commercial, or short film, as they like to call it—and for that reason I hate to even bring it up. But, there’s some relevance for marketers and business owners that I think is being overlooked. In this episode I tackle the infamous, and probably soon-to-be-forgotten Gillette ad of JanuaryContinue reading →

]]>Everyone’s talking about the recent Gillette commercial, or short film, as they like to call it—and for that reason I hate to even bring it up. But, there’s some relevance for marketers and business owners that I think is being overlooked. In this episode I tackle the infamous, and probably soon-to-be-forgotten Gillette ad of January 2019.

]]>Video: Mastercard Drops its Name from Brandhttps://www.mikegastin.com/video-mastercard-drops-name-from-brand/
Sat, 19 Jan 2019 17:37:30 +0000https://www.mikegastin.com/?p=833Mastercard recently dropped it name from its logo in an attempt to modernize and to move away from its position as a card. Smart move, as more and more brands are trying to economize to accommodate the small screens that facilitate business these days. Even so, there’s just one problem with this move and itContinue reading →

]]>Mastercard recently dropped it name from its logo in an attempt to modernize and to move away from its position as a card. Smart move, as more and more brands are trying to economize to accommodate the small screens that facilitate business these days. Even so, there’s just one problem with this move and it has to do with its name.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly content designed to help small business owners and would-be entrepreneurs to realize their goals and dream. I’d love to have you join the community.

]]>Episode 032: Seasons, Trade Wars, and How to Prepare Your Business for All Situationshttps://www.mikegastin.com/mim-032-seasons-trade-wars-prepare-your-business-for-all-situations/
Tue, 15 Jan 2019 02:56:44 +0000https://www.mikegastin.com/?p=734In this episode I share the three things you can do now to make sure your business thrives even if the economy isn’t. Plus I talk a little about a mistake I made with the podcast and the current trade war between the US and China. Credits The music track used in the opening ofContinue reading →

]]>In this episode I share the three things you can do now to make sure your business thrives even if the economy isn’t. Plus I talk a little about a mistake I made with the podcast and the current trade war between the US and China.

Credits

The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

The image used in this post is a painting by William Clarkson Stanfield and it’s called The Battle of Trafalgar by William Clarkson Stanfield.

]]>Episode 031: Digital Sharecropping and the Quest for Controlhttps://www.mikegastin.com/mim-02-008-digital-sharecropping-quest-for-control/
Sun, 23 Dec 2018 02:13:40 +0000https://www.mikegastin.com/?p=730Have you heard? Facebook, Tumblr, Patreon—social media is going through some changes and in the process folks are getting left out in the cold. Now, lots has been said about this from a political perspective, but there’s a big lesson in there for entrepreneurs, businesses, and marketers. So, pull up a chair, pour a drink,Continue reading →

]]>Have you heard? Facebook, Tumblr, Patreon—social media is going through some changes and in the process folks are getting left out in the cold. Now, lots has been said about this from a political perspective, but there’s a big lesson in there for entrepreneurs, businesses, and marketers. So, pull up a chair, pour a drink, and settle in.

Credits

The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

]]>Video: Is Facebook Dying?https://www.mikegastin.com/video-is-facebook-dying/
Tue, 11 Dec 2018 17:14:54 +0000https://www.mikegastin.com/?p=611Is Facebook dying? You bet, but it didn’t have to come to this. The company and its leadership have failed to account for one simple principle. Check it out. If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly content designed to help small businessContinue reading →

]]>Is Facebook dying? You bet, but it didn’t have to come to this. The company and its leadership have failed to account for one simple principle. Check it out.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly content designed to help small business owners and would-be entrepreneurs to realize their goals and dream. I’d love to have you join the community.

]]>Episode 030: The Question of Moral Marketinghttps://www.mikegastin.com/mim-02-007-question-of-moral-marketing/
Tue, 11 Dec 2018 16:37:11 +0000https://www.mikegastin.com/?p=608Can marketing be moral? Can it be good? In this episode I ask, and attempt to answer, the question, can marketing be moral. It’s a long one, and I cover a lot of ground, but I have what I believe is a solid framework for approaching marketing in a way that’s moral and good. CheckContinue reading →

]]>Can marketing be moral? Can it be good? In this episode I ask, and attempt to answer, the question, can marketing be moral. It’s a long one, and I cover a lot of ground, but I have what I believe is a solid framework for approaching marketing in a way that’s moral and good. Check it out.

Credits

The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

]]>Episode 029: A Thought from Gaddis’ “On Grand Strategy”https://www.mikegastin.com/mim-02-006-thought-from-gaddis-on-grand-strategy/
Wed, 05 Dec 2018 03:54:18 +0000https://www.mikegastin.com/?p=603What does it take to employ grand strategy? What even is a grand strategy? I’ve been reading, and enjoying, John Lewis Gaddis’ excellent book called, “On Grand Strategy” and want to share a thought with you that’s made me think more about my approach to my work. Links You can get a copy of Gaddis’bookContinue reading →

]]>What does it take to employ grand strategy? What even is a grand strategy? I’ve been reading, and enjoying, John Lewis Gaddis’ excellent book called, “On Grand Strategy” and want to share a thought with you that’s made me think more about my approach to my work.

Credits

]]>Episode 028: It All Leads to Thishttps://www.mikegastin.com/mim-02-005-it-all-leads-to-this/
Wed, 28 Nov 2018 04:11:48 +0000https://www.mikegastin.com/?p=586Thanksgiving, pen and paper, my connection to a weird YouTube sub-genre, online business plans, and a lunch date: this one has it all. Credits The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

Credits

]]>Episode 027: How Apple Strangles Podcastinghttps://www.mikegastin.com/mim-02-004-how-apple-strangles-podcasting/
Wed, 21 Nov 2018 20:29:53 +0000https://www.mikegastin.com/?p=582Podcasting has such a bright future they say … but a look at what’s partially behind the explosive growth of video and YouTube, as well as the migration of podcasts to that platform, reveals a deep flaw with Apple’s iTunes platform. I still love audio content and am not foretelling its demise, but one thingContinue reading →

]]>Podcasting has such a bright future they say … but a look at what’s partially behind the explosive growth of video and YouTube, as well as the migration of podcasts to that platform, reveals a deep flaw with Apple’s iTunes platform. I still love audio content and am not foretelling its demise, but one thing seems clear to me: podcasting can’t realize its full potential as long as it’s tied to Apple iTunes.

Credits

The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

]]>Video: Beliefs and Behaviors, the Keys to Fulfillmenthttps://www.mikegastin.com/video-beliefs-and-behaviors-the-keys-to-fulfillment/
Tue, 20 Nov 2018 12:44:08 +0000https://www.mikegastin.com/?p=578What is that thing you want? Start a business? Grow your freelance gig into a full blown company with big clients, employees, and your own corporate offices? Whatever it is you want to accomplish, it’s founded on a set of belief. “Someday I’ll start my own business,” or “I want to compete nationally.” The trickyContinue reading →

]]>What is that thing you want? Start a business? Grow your freelance gig into a full blown company with big clients, employees, and your own corporate offices? Whatever it is you want to accomplish, it’s founded on a set of belief. “Someday I’ll start my own business,” or “I want to compete nationally.” The tricky thing about beliefs is often we say we believe one thing, but our behaviors tell a different story.

In this video, I share how I came to question my beliefs, then brought my behaviors into integrity with my goals, and the five simple steps you can take to get aligned and make real change in your life.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly content designed to help small business owners and would-be entrepreneurs to realize their goals and dream. I’d love to have you join the community.

]]>Episode 026: Hey, Where Is Everybody?https://www.mikegastin.com/mim-02-003-hey-where-is-everybody/
Thu, 15 Nov 2018 00:55:11 +0000https://www.mikegastin.com/?p=574It’s been way too long, but I just couldn’t let the podcast die, kids. So, here in all it’s glory is the latest episode of Make It Matter. I’m going to start using the podcast as a supplement to my YouTube channel and to the written content here. Specifically, I’ll be sharing some of theContinue reading →

]]>It’s been way too long, but I just couldn’t let the podcast die, kids. So, here in all it’s glory is the latest episode of Make It Matter.

I’m going to start using the podcast as a supplement to my YouTube channel and to the written content here. Specifically, I’ll be sharing some of the research I’m doing, things I’m learning, and ideas I’m working out. The tone and format will be laid back, so if you’re into that sort of thing … sign up, I’d love to have you join me.

Credits

The music track used in the opening of this episode is called “Telecom” and was created by Lee Rosevere.

]]>Video: Inbound Marketing vs Outbound Marketinghttps://www.mikegastin.com/video-inbound-makreing-vs-outbound-marketing/
Mon, 15 Oct 2018 14:09:27 +0000https://www.mikegastin.com/?p=568Learn the difference between inbound marketing vs outbound marketing. There’s a lot of confusion and misinformation regarding inbound vs outbound marketing. I clear it up quickly, helping you understand each one and making it easy for you to know how to use each one to your advantage. If you like this video, make sure toContinue reading →

]]>Learn the difference between inbound marketing vs outbound marketing. There’s a lot of confusion and misinformation regarding inbound vs outbound marketing. I clear it up quickly, helping you understand each one and making it easy for you to know how to use each one to your advantage.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: Sell Without Sellinghttps://www.mikegastin.com/video-sell-without-selling/
Sat, 11 Aug 2018 11:53:55 +0000https://www.mikegastin.com/?p=553What’s worse than attending a networking event where you don’t know anyone? Well, for a lot of small business owners, selling ranks right up there as their lest favorite thing to do. What if you could sell without really selling? In this video I share my approach to making sales interactions one of the mostContinue reading →

]]>What’s worse than attending a networking event where you don’t know anyone? Well, for a lot of small business owners, selling ranks right up there as their lest favorite thing to do. What if you could sell without really selling? In this video I share my approach to making sales interactions one of the most satisfying aspects of your work.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: Pricing Strategies, Value-Based Pricinghttps://www.mikegastin.com/video-pricing-strategies-value-based-pricing/
Sat, 04 Aug 2018 11:01:18 +0000https://www.mikegastin.com/?p=478This is the third in my series on pricing strategies. Value-based pricing is probably the most important aspect of pricing that any service business can implement. Done correctly, it can transform your business. If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on thingsContinue reading →

]]>This is the third in my series on pricing strategies. Value-based pricing is probably the most important aspect of pricing that any service business can implement. Done correctly, it can transform your business.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: Changing Your Relationship with Moneyhttps://www.mikegastin.com/video-changing-your-relationship-with-money/
Sat, 28 Jul 2018 12:12:32 +0000https://www.mikegastin.com/?p=285Do you wish you had more money? The trick to earning more is to change your relationship with money—it’s something that most people don’t understand and thus, end up stuck not earning what they’re capable of making. If you like this video, make sure to hop on over to my YouTube channel and subscribe. IContinue reading →

]]>Do you wish you had more money? The trick to earning more is to change your relationship with money—it’s something that most people don’t understand and thus, end up stuck not earning what they’re capable of making.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: Independence and the Struggle (What it takes to be free)https://www.mikegastin.com/video-independence-and-the-struggle-what-it-takes-to-be-free/
Tue, 10 Jul 2018 23:40:54 +0000https://www.mikegastin.com/?p=277What could you do if you had more freedom? More liberty? Or independence from the things that seem to hold you back from your dreams? In this video I share the one thing I’ve found that makes all the difference. If you like this video, make sure to hop on over to my YouTube channelContinue reading →

]]>What could you do if you had more freedom? More liberty? Or independence from the things that seem to hold you back from your dreams? In this video I share the one thing I’ve found that makes all the difference.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: Passion vs. Purposehttps://www.mikegastin.com/video-passion-vs-purpose/
Tue, 03 Jul 2018 23:23:47 +0000https://www.mikegastin.com/?p=274How many times have you heard the advice, “Find your passion”? I’m not convinced that’s the best way to build a meaningful and satisfying life. In this vid, I share some thoughts about passion and purpose. If you like this video, make sure to hop on over to my YouTube channel and subscribe. I postContinue reading →

]]>How many times have you heard the advice, “Find your passion”? I’m not convinced that’s the best way to build a meaningful and satisfying life. In this vid, I share some thoughts about passion and purpose.

If you like this video, make sure to hop on over to my YouTube channel and subscribe. I post weekly on things like entrepreneurialism, free markets, wealth creation, value creation, fulfillment, and abundance. I’d love to have you join the community.

]]>Video: The E-Myth Revisited, Summarized and Reviewedhttps://www.mikegastin.com/video-e-myth-revisited-summarized-reviewed/
Mon, 19 Feb 2018 18:32:24 +0000https://www.mikegastin.com/?p=229As most of you know, I’ve started creating and publishing video to YouTube. Here’s my first effort, a summary and review of Michael Gerber’s classic, The E-Myth Revisited. Check it out below and make sure to subscribe for more.

]]>As most of you know, I’ve started creating and publishing video to YouTube. Here’s my first effort, a summary and review of Michael Gerber’s classic, The E-Myth Revisited. Check it out below and make sure to subscribe for more.